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The Tricky Marketing Transition From Driving DTC Sales To Supporting Retail Success
We’ve done two recent No Stupid Questions stories on marketing costs related to new products. As a follow-up to those stories, Brand Botany founder Lesley McIntosh, a fractional CMO and advisor to emerging beauty brands, suggested we examine the marketing strategies of brands going from direct-to-consumer distribution to retail.
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Rachel Brown·May 22, 2025·1 min read
The 30-second read
We’ve done two recent No Stupid Questions stories on marketing costs related to new products. As a follow-up to those stories, Brand Botany founder Lesley McIntosh, a fractional CMO and advisor to emerging beauty brands, suggested we examine the marketing strategies of brands going from direct-to-consumer distribution to retail.
Based on questions she proposed, for this edition of our No Stupid Questions series exploring topics relevant to indie beauty, we asked 13 beauty brand founders and executives the following: How did your marketing evolve when your business went from direct-to-consumer distribution to retail? Did your budget increase? Are you shifting the mix or layering in new channels?
The players
2 mentionedBrand
Topicals
Brand
AS Beauty
Founded2019
HQNew York, New York, United States
Revenue Range$150M+
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